The future isn’t something we wait for—it’s something we build. In an era where AI can generate content in seconds and consumer expectations shift overnight, staying relevant is no longer about reacting—it’s about anticipating. The challenge is clear: how do we shape a future where brands don’t just follow trends but set them?

The antidote to uncertainty is insight. Data has the power to transform complexity into clarity, enabling businesses to make confident, consumer-centric decisions. But success isn’t just about reacting to market forces—it’s about staying continuously connected to consumers and shaping what’s next. Winning in the market requires more than guesswork; it demands leveraging insights that evolve and improve with every decision.

The MRS Annual Conference 2025, with its theme of ‘Shaping Our Future,’ is a timely moment for our industry to reflect on how we evolve to meet the challenges ahead. As we look toward the future, three critical shifts will define success for organisations and the research industry alike.

1. The Future is Connected: Insights Must Evolve Beyond Silos

For too long, traditional research has been fragmented—insights sit in separate teams, locked in reports, or collected in isolated studies. But as businesses face increasing pressure to move faster and make better decisions, disconnected insights are no longer fit for purpose.

Despite 78% of marketers and insights professionals frequently using technology for consumer insights, 59% admit that insights projects still lack systematic handling, relying on disparate tools or ad hoc approaches. To shape the future, brands must embrace connected insights—a continuous, real-time approach that integrates consumer insights across advertising, innovation, and brand strategy. When insights flow seamlessly across an organization, decision-making is not just faster and more consumer-centric—it is also reinforced by constantly refreshed data assets. As synthetic data becomes a powerful tool, brands must safeguard quality and representation to drive truly impactful decisions. 

This shift isn’t just about efficiency—it’s about ensuring that every brand, product, and campaign is built with consumers at the core.

2. AI Will Supercharge Consumer-Centricity, Not Replace It

AI is transforming how we work, and the research industry is no exception. But rather than replacing human expertise, AI presents an opportunity to enhance how we create and refine ideas with consumers at the center. Instead of relying on lengthy, one-off research cycles, brands can now use AI to ideate, test, and optimize concepts in real time—ensuring every decision is grounded in consumer insight from the start.

Insights professionals are already leading the charge in AI implementation—over 35% strongly agree that using AI for consumer insights is critical, significantly outpacing marketers in recognizing its importance. At Zappi, we see AI as a force multiplier, not just in analysis but in product ideation. AI-powered agents can simulate the traditional marketing development process, brainstorming and refining product concepts based on real consumer data. But AI is only as powerful as the data it works with. The true competitive advantage lies in having a robust, proprietary data ecosystem that evolves over time, ensuring that brands don’t just follow consumer trends but actively shape them.

3. The Future of Work: Insights Professionals as Change Agents

As Dex Hunter-Torricke will explore in his keynote, transformation is not just about technology—it’s about the people who wield it. While AI and automation will continue to redefine industries, the real transformation will come from those who understand how to harness these tools to drive meaningful change. The organisations and brands that succeed will be those that empower their teams to listen, adapt, and act with confidence, leveraging insights as a strategic advantage. 

For insights professionals, this is our chance to step up and evolve from data and insights providers to business navigators—trusted advisors who don’t just report on trends but actively shape strategy.

In the face of economic uncertainty and digital acceleration, this requires new ways of working—embedding insights into every business function, breaking down silos, and ensuring that the voice of the consumer is at the heart of decision-making. The Future Starts Now

The MRS Annual Conference 2025 is a pivotal moment for the insights industry. As Dex Hunter-Torricke will highlight, shaping the future requires bold thinking and decisive action. For those of us in insights, it’s time to move beyond passive observation and take an active role in driving change.

Let’s not just talk about the future. Join us at the MRS Annual Conference and let’s build it together.